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Licensing University: Understanding Social Media
1. Your Gateway to Online Audiences
New Media and Social Media:
Understanding New Communications Technologies
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
2. Recovering News Junkie
Star Wars 30th Anniversary Academy Awards
Pussycat Dolls Salt Lake Olympics
Britney Spears 2
3. • What it was like
• What happened
• How it is now
3
4. Control Freak
Overarching
Message
Supporting
Messages
Data Points
4
6. Word of Mouth Channels
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
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7. Mass Media
Newspapers
Television Media Relations Magazines
Radio
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20. They’re Googling You
3 billion – Daily searches on Google
230 million – Americans with Net access
93% -- Americans with high-speed Net access
228 million – Americans with mobile phones
1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
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21. New Media Drives Purchasing Decisions
1
2
3
Source: Universal McCann
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27. Minimize Friction
• Ease of use
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Photo by Spackletoe
Evolution of Customer Experience
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39. For Immediate Discovery
• Old methods stopped working
• Fewer news media opps to place
• Social media was immediate
•Reputations defined by conversations
Photo by Juandazeng
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47. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
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48. Instituting Corporate Policy
Dept. Risk Opportunity
HR Existing policy Goodwill with work
violations; policing force; recruiting
IT Information Reduce network and
security; data loss desktop support
requests
Legal Copyright, free Better corp.
speech, libel and oversight; tighter
audit trails controls
Marketing Aggravate brand Enable market to
fracture self-educate
Customer Service Perceived Reduce call center
productivity loss demand
PR Negligible Unfiltered
communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder
communications
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70. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
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75. Eric Schwartzman
(310) 463-4026 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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